Industrial Marketing Management

Description

Business-to-Business Marketing also known as Industrial, Organisational or Business Marketing, represents over 50 percent of the world¿s business activity. The distinctive nature of this sector necessitates specialized knowledge in its implementation and strategic choice over all the elements of the marketing mix. Business-to-Business marketing is becoming increasingly dynamic and complex in the face of growing globalization of business. Developing an understanding of business markets, the business marketing environment and the application of theory to business-to-business markets is the primary focus. Working with global cases you engage in inquiry processes characteristic of Industrial Marketing contexts and environments.

Availability

Callaghan

Semester 1 - 2015

Learning Outcomes

1. Compare and contrast the differences and similarities with the consumer market;

2. Recognise the challenges posed to participants in business-to-business markets, from a derived demand to networks of interactions and relationships;

3. Comprehend and interpret the prevailing decision-making mechanisms and their significance for business marketing practice;

4. Demonstrate an integrative understanding of various mechanisms for the elaboration of segmentation, targeting and positioning strategies in global business markets;